Lesbian and gay media expanding your view.

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Companies marketing and advertising to gays and lesbians.

TOPICS: Gay and lesbian media. Gay radio station. Lesbian market, gay market, gay media market, gay travel advertising, lesbian marketing, gay travel marketing. Lesbian media issues. Gay advertising. Lesbian and gay marketing in Australia. Gay market research. Lesbian and gay advertising media market.



Gay media has come a long way since we set up our gay marketing agency back in 1992. Then there was really only one gay media game in town - print. The choice for gay advertising and public relations work really centred on a few gay and lesbian 'ghetto' style publications that tended to exist only in the bigger cities.

But gay marketing, and the gay media market, just like everything else, is always changing. The most obvious impacts on the gay media environment has been the advent of gay and lesbian websites on the internet since the mid 1990s, and most recently the advent of targeted gay and lesbian TV channels in the US, France, and elsewhere.

There has been another lesbian and gay market media contender though that we have been tracking since their establishment back when we began in 1992 - lesbian and gay radio.

One good example of this development has been JOY FM in Melbourne, Australia - a dedicated lesbian and gay radio broadcaster that has seen its role evolve from one of being just a small scale test broadcaster, talking only to a gay and lesbian radio audience, to a much broader remit where the station is now very often relied upon by mainstream Melbourne as representing the "voice" of the gay and lesbian community.

The station now broadcasts 24/7 and includes a diversity of programming which audience research reveals reaches a broad and diverse range of listeners - both gay and lesbian and mainstream.

The station commenced broadcasts on World AIDS Day 1 December 1993, and now reaches a wide audience that usually numbers more than 120,000 listeners.

To see why so many people are tuning into JOY, you can listen to JOY FM gay market radio media live on air right now. They have a very professional sound and a strong mix of content - this is a media option that knows its audience.

According to the station, gay marketing is also a big part of their function.

"Gays and lesbians, generally speaking, have high expectations; once a business has proved itself we remain intensely loyal," JOY Producer, Dana Dane said. "It is really...in the best interests of businesses to learn to stroke the pink dollar." Dane said he was interested in acknowledging tourism operators that offered the gay community the same service and respect as the broader community. "If there is one thing we continue to address, it is that businesses who care more about the experience we are left with - rather than our sexuality - are those that we will invite on air."

JOY Melbourne broadcasts on 94.9 FM in and around the metroplitan region of Melbourne, Australia.